The brand licensing division of Hela Apparel Holdings, Focus Brands has entered into an exclusive long-term licensing partnership with Reebok to design, source, and distribute Reebok-branded outerwear products for adults and kids in the UK and Europe.

A part of the Authentic Brands Group, Reebok boasts a rich heritage across various active pursuits. This collaboration expands Focus Brands' existing strategic relationship with the Authentic Brands Group and marks the first major milestone for the Hela Group since acquiring Focus Brands in January.

According to Ray Evans, CEO, Focus Brands, the company’s agreement with Reebok helps strengthen relationship with the team at the Authentic Brands Group. The joint venture is designed boost Reebok’s presence in the outerwear category by leveraging Hela Group’s manufacturing capabilities.

As per the agreement, Focus Brands will be Reebok’s exclusive brand licensing partner in the UK and Europe for its outerwear category, covering products for men, women, and kids, including outdoor jackets, soft shells, bonded fleeces, and padded jackets. These products will be available in specialty sports stores, major department stores, and e-commerce platforms across the region. Focus Brands will oversee all aspects of design, sourcing, marketing, and distribution.

This partnership represents Focus Brands’ strategic expansion with Authentic Brands and the first significant milestone for the Hela Group since acquiring Focus Brands in January. The group’s new licensing agreement with Reebok is a further step in growing Focus Brands into a world-leading brand management company.